personal soundtracks." But he also sees the Zune as having gained appeal as an individualistic statement against the omnipresent iPod: "The most salient feature of the Zune seems to be that it's not an iPod". Microsoft also released a Zune theme for Windows XP that replaced the appearance of the operating system. This theme includes an orange Start button and black taskbar/Start menu. Zune has also expanded its brand efforts by creating a Millennial-friendly website and campaign focused on emerging artist talent: Zune Arts MySpace has added the feature to label music players on personal profiles to Zune-themed or a red Zune 8. Sales During its launch week, the original Zune, now Zune 30, was the second-most-sold portable media device with a 9% unit share in the United States: behind the market-leading iPod's 63%. For the first 6 months after launch, NPD Group figures show that the Zune 30 achieved approximately 10% market share in the Hard Drive-based MP3 market and 3% in the overall MP3 player market. As early as December 2006, it was reported that the Zune was struggling not just against the iPod but also other competitors, the Creative Zen and SanDisk Sansa. According to Bloomberg Television 1.2 million Zune 30 players were sold between November 2006 and June 2007, surpassing a milestone. A price drop on Amazon.com during November 2007 temporarily boosted the brown Zune 30 to the top Sales Rank in electronics. On May 6, 2008, Microsoft announced that it had sold just over 2 million Zunes. Roughly one million of those were sold since the second generation Zunes launched in November 2007. On May 22, 2008, it was reported that GameStop "has decided to stop selling Microsoft's Zune players at its stores due to what it sees as insufficient demand from customers." A statement issued by Adam Sohn, Zune marketing manager said "We have a set of great partnerships...Best Buy, Target, Wal-Mart, and others." In January 2009, Microsoft's quarterly earnings filing with the SEC indicated that Zune sales had fallen $100 million from 2007 to 2008 during the fourth quarter of the calendar year. The Wall Street Journal estimated that sales appear to have dropped from about $185 million during the holiday period in 2007 to just $85 million in 2008. This may be due to the company's decision not to substantially update the Zune hardware in the fall of 2008. Zune market share